When crafting communications, employee engagements and activation plans, one of your primary goals is to ensure these efforts resonate with your target audience. It’s also important to note that each segment within an audience has unique characteristics, needs and perspectives. So how do you connect with these audience segments in a way that resonates? This is where personas come into play.
A persona is a tool utilized in marketing and UX design to represent a semi-fictional key segment of your target audience. Personas are typically presented in archetype format and are developed based on qualitative research such as focus groups, interview data, website analytics and social media metrics. By understanding your target audience’s personas, you can create more effective and customized communications, engagements and creative materials that cater to your target audience’s behaviors and preferences.
The personas your recruitment team crafts should have characteristics that represent several segments of your target audience. Typically, persona profiles include names, job credentials and experience, demographics, personal challenges, needs and goals. Other specifics, such as hobbies and habits, can be added to a persona profile, depending on the purpose of your persona development and the problem you’re working to solve. You can also include a profile image to help bring your persona to life.
We recommend creating three to five personas. This allows you to represent different audience segments while keeping each one unique with specific traits.
In talent acquisition and employer branding, personas help frame communications and the activation of your company’s employer brand in a way that resonates with different audience segments. By putting your audience’s various needs into perspective when solving design, communication and activation challenges, you can more easily identify how individuals with different backgrounds, skillsets and tenure prefer to receive information.
It’s fascinating what these personas can reveal. In one case, working with a seemingly extrovert-centric organization, our persona research and development uncovered a segment of individuals that identified largely as introverts. Thus, we catered certain activations and communications to the specific needs of both our introverted and extroverted audiences. Without the persona research, those introverted individuals might have felt left out or looked-over. That’s one of the countless reasons why we create personas in the first place.
Looking for persona development support? Connect with us today at http://www.jwtinside.com/contact-us/